Breaking the Silo, or: Is Omnichannel dead? #LTM142

Connected Commerce - just another buzzword? In this episode, it quickly becomes clear that it is about much more than a trend. Ingrid speaks with Janine Hummel and Daniel Zemitzsch from Front Row about why many brands still think in channels while customers have long moved on to journeys. Budgets and KPIs are typically channel-driven, whereas the customer journey jumps between TikTok, Amazon, D2C shops and AI agents. As long as the last touchpoint receives all the credit, teams will inevitably optimise against each other - not out of bad intent, but because the system is designed that way. The central question of the episode is therefore: Who actually takes responsibility for the overall interplay, rather than just a single channel? And how do you make budget and prioritisation decisions when data is never complete? An episode about Connected Commerce not as a tool debate, but as an organisational and leadership challenge.

If you want to know more, download the Front Row white paper "Connected Commerce" here: connected-commerce.com

Note from the sponsor bol:

If you’re planning to expand into the Netherlands, here’s the reality: Next Day Delivery isn’t a competitive edge - it’s the entry ticket. In a market dominated by bol, “order today, deliver tomorrow” is the baseline expectation. But speed alone won’t secure long-term success. What truly matters is reliability. Delivery performance is measured precisely, and platforms translate those metrics directly into visibility and ranking requirements. What this means in practice for international sellers, why Next Day Delivery alone isn’t enough, and which common mistakes still cost brands performance in the Dutch market is outlined in our latest blog post Logistics as Market Access: What Sellers Really Need to Deliver in the Dutch Market.